William Hill Extends Scottish Cup Sponsorship

William Hill has extended its title sponsorship of the Scottish Cup for an additional two years.

The new seven-figure deal has been announced ahead of Sunday’s final between Hibernian and Celtic at Hampden Park. The betting company will now be associated with Scotland’s most prestigious cup football competition until 2016. The existing agreement had one year remaining.

Scottish Football Association chief executive Stewart Regan said: “We have been absolutely delighted with the partnership with William Hill and especially pleased that they have today reaffirmed their commitment to Scottish football by extending their contract as title sponsor of the Scottish Cup.

“In a tough economic climate for Scottish football, it is reassuring that one of the United Kingdom’s most established brand names have demonstrated that they are passionate and imaginative supporter and champion of our game.”

Kristof Fahy, William Hill’s chief marketing officer, said: “Above all it’s the passionate support of fans in Scotland that continues to attract our sponsorship.

“That passion is intense and William Hill wants to be part of that.

“The value we get from the Scottish Cup is incredible. As you have seen from the semi-finals and hopefully the final, you never know which way the games are going to go.”

William Hill will also continue as an official sponsor of the Scottish national team.